Facing a challenge in the lucrative China market, Barnes Naturals engaged Etcom to stimulate Manuka honey sales and ignite brand awareness within the vital local Chinese Australian community through their Chemist Warehouse retail sales channel. Their goal? To not just sell honey, but to capture the hearts (and wallets) of Chinese consumers and pave the way for future growth.
Our winning strategy centred on tapping into the power of key Chinese shopping events like Black Friday, Boxing Day, and Lunar New Year. We didn't just run ads; we created a cultural moment. Understanding the deep-seated desire for health and wellness (77% of Chinese consumers actively seek immunity-boosting products, and a remarkable 73% are willing to pay a premium for quality), we crafted a multi-channel campaign that celebrated the "clean & green" Australian origin of Barnes Naturals' honey. Think captivating advertising, buzz-worthy guerilla marketing, irresistible sampling, authentic influencer engagement, and strategic media outreach – all working in perfect harmony.
The results? Nothing short of spectacular. Chemist Warehouse reported a surge in Barnes Naturals' honey sales during the campaign, proving the power of culturally relevant marketing. We generated over 17 million impressions across paid media, saturating the market with the Barnes Naturals message. But we didn't stop there. We extended our reach by over 1 million through engaging community activations, authentic influencer partnerships, and strategic PR, creating a groundswell of positive brand sentiment. And the best part? We armed Barnes Naturals with invaluable data and insights into creative performance, retail channel dynamics, and optimal marketing formats, setting them up for continued success in the Chinese market.